Venice, CA (November 9, 2005)–Finger Music creative director/partner Dave Hodge recently created sound design for the Coca-Cola spot, “March,” via International/Berlin.
The spot, directed by Roman Coppola, opens on a bustling thoroughfare in a European metropolis. A young woman, shown in color, stands out from the monochromatic crowd. She taps an empty Coke bottle on a street sign, and the resulting clink serves as a call to action for the city’s youth. Soon, the chain reaction reaches young people throughout Europe, then across the ocean. The tag line is “Together as One.”
“It was very important for us to get the clinking sound just right,” said Hodge. “We needed to make it clear that the call and response translated through the sound design and–especially for the end scene on the cliff–that it didn’t sound like an echo.” Hodge worked with an organic Coke bottle sound, but softened and manipulated it quite a bit during the Foley process.
Finger prepped the spot in 5.1 and reviewed it in a theatre environment, because it was going to be screened in cinemas as well as on television. Currently appearing in Europe and the UK, the spot is being rolled out all over the world. “The March” will make its way to the U.S. in the coming months.
The project came to Hodge through Finger’s London office. Berlin agency International has been garnering attention in Europe for its progressive work, and Hodge said he responded both to the creative and the personalities involved. “These were soulful people, very indie-minded, and that is in synch with what Coke’s whole new approach seems to be,” said Hodge, who collaborated closely with CD Todd Schultz and producer Sandy Reay. “These were amazing clients to work with.”